6 Key Tips to Write Great Product Descriptions (With Examples)

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If you ain an e-commerce website, your merchandise descriptions are a low-hanging effect to assistance you marque more sales.

A large merchandise statement tells a story—the communicative of who your merchandise is for and how your merchandise tin assistance them get what they want.

Because erstwhile it comes to sales, it’s not astir what your merchandise does. It’s astir however your merchandise helps your customers execute the beingness they ideate successful their heads.

But what does that mean? And however bash you get much radical to click “Buy now” aft speechmaking your merchandise descriptions? Let’s acceptable the country with a fewer large examples.

Fantastic merchandise statement examples you tin learn from

One of my favourite examples of a stellar merchandise statement is Thursday Boot Co.’s President Lace-Up Boot. Let’s instrumentality a look:

Thursday Boots ngo  statement
Thursday Boots ngo  statement

There are a fewer cardinal things present that marque this statement so good:

  • It knows its audience: Men who privation a footwear that looks good, stands up to hard use, and doesn’t necessitate changeless cleaning and caring.
  • It makes you a portion of its communicative and mission: making the highest-quality boots that are priced reasonably and ethically.
  • It highlights the prime of the materials—Kevlar laces and USA-grown tier 1 cattle hides.

Here’s different merchandise statement illustration from Solo Stove’s smokeless occurrence pit:

Solo Stove Bonfire 2.0 merchandise  description
Solo Stove smokeless firepit description

Just similar Thursday Boot Co., Solo Stove does a large occupation of knowing its audience. Anyone who’s sat astir a occurrence knows what teary eyes and smelly apparel feel like.

Notice however its existent “product description” is lone 2 abbreviated sentences. It cuts consecutive to what the merchandise is with zero fluff supra the fold, past goes into explaining the features successful much item beneath the merchandise images and specs.

Solo Stove besides does a large occupation of utilizing video to heighten its merchandise descriptions.

Lastly, let’s look astatine 1 of my favourite products of each time: chocolate.

Endangered Species Chocolate is my favourite cocoa brand. The cocoa is decadent, delicious, and, champion of all, the marque gives 10% of its nett to assistance prevention endangered species.

Why americium I telling you this? Aside from wanting to person you to enlighten your palate, I’m hoping you’ll spot these are each points that assistance the marque constitute delicious merchandise descriptions that convert.

Endangered Chocolate 88% cacao cocoa  bar

It uses its descriptions to picture the acquisition you volition person erstwhile you bargain 1 of the bars. This helps you to ideate the sensation successful your mouth. And if you tin ideate it, you’re 1 measurement person to making that acquisition a world and clicking the “buy” button.

This is the powerfulness of utilizing words to assistance your customers visualize themselves owning, using, oregon consuming your product. If they tin spot it successful their minds, they are overmuch much apt to buy.

By studying different brands’ copywriting, you tin amended your own.

6 tips to constitute merchandise descriptions that convert

Ready to commencement writing? Here are six tips for crafting the champion merchandise descriptions possible:

1. Above each else, cognize your audience

Convincing idiosyncratic to bargain thing without knowing their needs, wants, and desires is difficult, to accidental the least. If you privation your descriptions to beryllium arsenic effectual arsenic possible, you request to cognize your assemblage well.

Specifically, you request to cognize the answers to the pursuing questions:

  • What are the characteristics of the people conception oregon of an perfect customer? (Age, gender, interests, personality, beingness situation, etc.).
  • What symptom constituent does my merchandise assistance them solve? What manner does it assistance them live?

If we look astatine the 3 examples I gave above, we tin reply these questions. 

President Lace-Up Boot: 

  • Male, apt aged 25–45, cares astir his quality but besides needs a footwear that tin function, clasp up, and look good.
  • It helps the wearer person applicable footwear that looks good, feels good, and doesn’t interruption the bank.

Solo Stove:

  • Multiple property ranges and genders, but apt a family-oriented idiosyncratic aged 30–45 oregon perchance idiosyncratic who enjoys hosting parties. I would make much than 1 buyer persona successful this case.
  • It helps them big fantastic gatherings astir a smokeless, beauteous fire.

Endangered Species Chocolate:

  • Likely idiosyncratic a spot older (30+) with much wealth to walk connected indulgences and who cares astir the satellite arsenic good arsenic large chocolate.
  • It helps them bask a delicious dainty and instrumentality a infinitesimal for themselves.

Notice that I didn’t say, “Gives them a bully footwear to wear” oregon “Gives them a pit to marque a fire.” There’s much to it than that—it’s astir the eventual desired outcome: Having the cleanable occurrence to marque the cleanable enactment oregon the cleanable footwear to look bully and consciousness bully without breaking the bank.

If you tin fig retired exactly what your assemblage wants and needs, past you tin overgarment a representation with your words that tin merchantability your merchandise for you.

If you don’t cognize the answers to these questions, it’s clip to do immoderate marketplace research. Read forums, inquire questions, and ever effort to get authentic lawsuit feedback. Even see sending an email asking for people’s feedback and effort to get them to fto you hop connected a telephone oregon video call. This penetration is invaluable and tin beryllium worthy giving escaped products oregon discounts to get.

2. Tell a story

Good copywriting gets the scholar invested. You privation them to consciousness similar they’re a portion of your communicative oregon mission.

In the words of world-renowned copywriter David Ogilvy, “The worst responsibility a salesman tin perpetrate is to beryllium a bore.” People privation to beryllium entertained and fascinated, and your descriptions are nary exception.

Obviously, this is easier done with immoderate products than others. It’s beauteous hard to archer an absorbing communicative astir thing arsenic elemental arsenic a modular telephone charging cablegram oregon a rotation of insubstantial towels. But that doesn’t mean it can’t be done.

One of my favourite ways a marque has done this is Squatty Potty and its slogan “Unkink Your Colon”:

Squatty Potty comic  merchandise  description

It combines wit with storytelling to marque an highly compelling merchandise description. And it keeps it going each the mode done its merchandise page.

Squatty Potty marque  mission

The “story” is, arsenic a species, we person evolved to poop portion squatting, not sitting. The squatty potty helps you to bash what humans were designed to bash successful the unnatural situation we telephone a bathroom.

Not each products lend themselves truthful good to this benignant of humorous storytelling. But if you tin find an absorbing space for your products, it tin assistance you make a selling point.

3. Write with SEO in mind

If you attraction astir getting free, recurring customers, you should attraction astir search motor optimization (SEO). That means optimizing your merchandise pages truthful they tin fertile for keywords radical hunt connected Google and different hunt engines.

Optimizing your merchandise descriptions starts with knowing what keyword you privation your leafage to fertile for—which means you request to bash immoderate keyword research.

The easiest mode to bash that is to hunt for your merchandise connected Ahrefs’ Keywords Explorer, look astatine the Related terms report, and permission it astatine the default view. It shows you keywords that pages ranking astatine the apical 10 positions for the keyword connected the input besides rank for.

For example, let’s accidental I privation to merchantability a purple bikini. It brings backmost 38 related keywords:

Related presumption     report, via Ahrefs' Keywords Explorer

The keyword “purple bikini” is searched for ~3,000 times per month. But determination are different keywords similar “purple bathing suits,” “purple bikini set,” etc., that are besides searched for.

In this case, the keyword I typed successful happened to beryllium the champion people keyword for the page. But that won’t ever beryllium the case. Had we typed “lavender bikini,” we would person recovered that “purple bikini” would beryllium a amended keyword to people owed to its higher postulation potential.

These related presumption tin assistance you further optimize your merchandise leafage for the main people keyword.

For example, we tin speech astir “purple swimsuit” and “purple bikini set” successful our merchandise statement to summation our page’s relevancy for the keyword “purple bikini” and assistance our chances of ranking connected Google.

You tin usage these keywords successful your leafage headers, the statement itself, representation alt text, and more. Just adhd them wherever it feels earthy and makes consciousness without trying to unit them successful excessively galore times. Think of it arsenic a mode of varying your connection choices (which is 1 of my tips to go a amended writer, by the way).

This is portion of the deeper process of on-page SEO—something each e-commerce concern proprietor should learn. 

4. Use ads to test copy

Enough astir SEO. Let’s speech astir pay-per-click (PPC) ads and however to usage them to amended your merchandise copy.

If you’re already moving hunt ads, past usage excerpts from the winning advertisement copies successful your merchandise descriptions. You’ve already got the information that they work.

If you’re not moving ads, you tin inactive spy connected competitors’ ads to spot what benignant of transcript is moving for them. Just Google your product…

Google hunt  results for "affordable men's suits"

… and instrumentality enactment of immoderate communal trends among the ads. In this example, the connection “Designer” sticks retired to me. If I effort different keywords, I tin spot that’s a communal trend:

Google hunt  results for "stylish men's suits"

This tells maine utilizing words similar “Designer” and advertizing combo pricing whitethorn beryllium a bully happening to see successful your merchandise descriptions.

To marque this adjacent amended and faster, you tin spy connected your competitors’ ads with the Ads report inside Ahrefs’ Site Explorer.

Ads report, via Ahrefs' Site Explorer

This volition fto you spot their advertisement copies crossed each of their ads, and you tin cheque aggregate competitors to spot the trends and overlaps of what makes them successful. This is due to the fact that ads that thrust the astir postulation and outgo the astir are apt to beryllium optimized and tested, truthful you tin bargain what’s already been recovered to convert.

5. Make it look good

Your merchandise leafage doesn’t request to conscionable sound good—it needs to look good too.

This encompasses a batch of things:

  • Using amended words to picture your products
  • Formatting your statement successful a mode that’s casual to scan
  • Breaking up ample paragraphs and cutting fluff
  • Using high-quality photos and videos
  • Breaking up the leafage visually

The marque examples I gave astatine the opening of this nonfiction bash this truly well. They don’t conscionable person immoderate merchandise photos with a statement and a “buy” button—their full merchandise leafage is simply a landing leafage created to person the visitor.

Thursday Boots merchandise  page

They interruption up the leafage into sections utilizing a premix of beauteous merchandise photos with little descriptions, video overviews, and close-ups that explicate the infinitesimal details. If you don’t cognize however to operation your website similar this yourself and can’t find a template you like, it whitethorn beryllium worthy hiring a web decorator to physique it for you.

Beyond the operation of the page, you should besides absorption connected improving the words you usage to picture your products. Instead of conscionable saying it’s “durable” oregon “high quality,” instrumentality a much poetic and enticing approach.

Jacob McMillen shares a large extremity successful his usher to copywriting that is beneficial here—use bulleted lists that picture a diagnostic of the product, past travel that up with the added payment portion utilizing power words. 

For example:

  • Enzyme washed for added softness
  • Dye process creates variations of color, making each tee genuinely unique
  • Tees pre-shrunk, truthful they volition acceptable the aforesaid forever

Words specified arsenic “unique” oregon “forever” are powerfulness words. Check retired this database of powerfulness words for much ideas to alteration your wording and support it interesting.

6. Cut the fluff

Hopefully astatine this point, you’ve meticulously brooded implicit each connection of your descriptions. You’ve formatted them with thoughtful usage of bulleted lists, sections, and media.

But there’s 1 much happening you request to bash to polish your description: Ruthlessly chopped the fluff.

When you’re done writing, slumber connected it first, past work your merchandise descriptions retired large the adjacent day. By speechmaking them retired loud, it volition beryllium painfully evident wherever you’ve added unnecessary, other wording oregon which sentences dependable strange.

Some large culprits see the overuse of the connection “that,” penning successful passive dependable alternatively of progressive voice, and utilizing anemic verbs alternatively of stronger, much expressive ones.

Let’s instrumentality an example. Here’s a merchandise description:

Our lovely, fluffy down pillow is made by manus successful a mill successful Indiana by radical who enactment a batch of attraction into each stitch. This pillow is definite to get escaped of your insomnia and assistance you slumber similar a baby.

Good, but let’s chopped the fluff and spot what we tin improve:

Our luxurious down pillows are hand-crafted with emotion successful each stitch. Sewn close present successful Indiana, these pillows volition marque your insomnia a happening of the past. Sleep similar a baby again.

See however the 2nd is much nonstop and uses stronger verbs with less words? That’s what you’re aiming for. Strong, expressive, and concise.

Final thoughts

As integer entrepreneurs, our website is our 24/7 income machine. Every 2nd we enactment into improving it is simply a 2nd invested successful an automated wealth machine.

Learning however to cleanable your merchandise descriptions—and your merchandise pages—is 1 of the ways you tin get a bigger ROI from your business.

Ready to larn more? Check retired these different guides:

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